My Art Direction Wishlist for Jacquemus Beauty
This is what I think it will look like and these are my launch/campaign ideas
I felt a bit in a winter dip lately, not knowing what to write about or finding a lot of things around me uninspiring. It might be because I have a lot of things on my mind like moving apartments, having been sick and planning for my travels at the end of this year. I went through all my drafts while I was out sick, and sometimes ideas I have take a long time to write and I wouldn’t make it on time. However, when I saw that Jacquemus announced a beauty extension coming, I was wondering what the campaigns would look like.
So the first part of this post is my ‘predictions’ of what Jacquemus Beauty will be like, and in the second part for paid subscribers, I’m doing a Concept Lab with 3 art direction concepts.
Disclaimer: everything in here are my own ideas. They are not rumours of anything. I have no information on Jacquemus Beauty and these are purely my expectations and ideas.
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Why I am excited for Jacquemus Beauty
Jacquemus launching a beauty brand feels like one of those things that just makes sense. It’s (hopefully) not just another fashion brand dipping its toes into makeup or skincare for the sake of it. Jacquemus has always been about creating a world, not just clothes. A world where the sun is always golden, skin is kissed by warmth, and everything feels a little effortless but sharp and playful. Beauty fits right into that narrative. Beauty brands have been quite serious for a long time, but are going into a more ‘experimental’ phase. So Jacquemus jumping onto this makes sense to me, it’s the next layer, the final touch that completes the Jacquemus woman or man.
What makes this launch exciting is how Jacquemus approaches aesthetics. He has been very consistent and a Jacquemus campaign is always recognisable. Think about how his oversized straw hats or micro bags became iconic, how he started with the CGI trends, made social content lo-fi in the best way possible. His pop-up events and still lives. Now imagine that same disruptive energy in the beauty space. It’s not going to be about heavy contour or over-the-top packaging. I bet it’ll be minimal but striking, fresh but with a twist. Jacquemus knows how to make simplicity feel bold, and that’s exactly why this could shake up the beauty industry. So these are my predictions…
Celebrating beauty marks from a life well-lived
Jacquemus Beauty will likely embrace the marks left by life: the freckles, sunspots, and tan lines that tell stories. It’s not about chasing flawless skin but highlighting the beauty in imperfections. Freckles from long days in the sun, skin that’s weathered with character, and natural textures will be celebrated instead of concealed. This feels true to Jacquemus, where beauty and fashion has never felt very sterile or overly polished, but fun and playful. Expect campaigns that make you want to skip foundation and let your skin breathe and feel proud of your marks.
Male beauty space
I also think they will play in the male beauty space, not just for the perfume but for all products. They have always blurred the line in a playful way on what masculinity is, without making it overly feminine. I hope to see Jacquemus cater their beauty line equally towards men as they do towards women.
Sunscreen is everything, not an afterthought
Sunscreen is in my opinion the most important beauty product, and though it’s already quite expensive. I don’t think there are many luxury sunscreens on the market yet (correct me if I’m wrong) Sunscreen isn’t just going to be another product in the lineup, it’s going to be the star. But not in the typical clinical, ‘health-first’ way we’re used to seeing. Imagine playful applications, bold sun stripes across noses, or even using sunscreen as an aesthetic tool. Think tan lines with purpose, graphic contrasts, and sun protection that feels like a fashion statement. Jacquemus has a knack for making the simple things iconic, and sunscreen is the perfect canvas for that.
It’s a lifestyle, not just beauty products
I want Jacquemus Beauty to not just be about what you put on your face, but about the way of living. He has created a brand world, so the beauty line needs to fit into this. The products will be part of a bigger picture, reflecting a lifestyle that’s carefree but intentional. Healthy skin won’t be marketed as something you achieve in front of a mirror but as the result of swimming in the sea, eating fresh fruit, and laughing under the sun. Beauty will feel holistic, tied to movement, joy, and simplicity rather than complicated routines. I expect some campaigns to be purely aesthetic imagery, without even featuring the product.
The faces of Jacquemus Beauty
No one embodies the Jacquemus universe more than his own grandmother. She’s been the heart of many of his campaigns, representing authenticity, warmth, and ofcourse a connection to Simon’s late mother and inspiration. She’s the perfect face for Jacquemus Beauty. Her presence would anchor the brand’s message (that I made up lol): that beauty isn’t defined by age or trends but by the life you’ve lived. She’s a reminder that beauty can be timeless, rooted in simplicity and the charm of everyday moments.
Alongside her, Pamela Anderson feels like an obvious yet genius choice. She embodies rebellious beauty with an effortless confidence and a raw, natural presence. Since the passing of her longtime makeup artist, she has chosen to stop wearing makeup entirely, turning that decision into a powerful message about ageing and self-acceptance. Her embrace of natural beauty has made her an even stronger symbol of unapologetic confidence, challenging the industry’s obsession with perfection. She represents freedom, self-expression, and a refusal to conform to outdated beauty standards.
To tap into the global market, especially in Asia, someone like Jennie Kim would bring a different kind of energy, she’s cool, understated, and influential. In Korea skincare is huge, so it would be interesting to see how the market would react on this, but Jennie seems like an obvious choice seen her global presence and collaboration with Jacquemus.
For a disruptive take in the male beauty space, Jules Koundé adds an unexpected edge. His background as an athlete combined with his bold personal style challenges traditional norms around masculinity and beauty. Together, this lineup reflects the diversity, authenticity, and playful spirit that Jacquemus Beauty will likely champion.
Those were my predictions for the upcoming Jacquemus Beauty. I’m aware it is part of L’Oreal and there hasn’t been any information given yet. I do hope it won’t be another generic fashion brand went beauty for the commercial money grab or becomes super corporate. I hope this will be an extension of Jacquemus’ brand world he created.
Below the paywall I am sharing 3 campaign concept art direction ideas with Jacquemus Beauty in mind, I’m personally very excited about them so I hope you’d want to read on and support my newsletter.
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